Can a Single Information Product Put You on the Road to Financial Success? It Doesn't Usually Work That Way.
By Dennis Hessler
Yep, it's true. At one time I honestly believed that a particular information product (it happened to be about automobiles but it could have been anything) was so hot that EVERYBODY would want it. Heck, I wanted it. And I was sure you would, too.
Then my B.S. meter kicked in. I know from long, painful experience that no one single item is likely to make you the kind of money you'd like to make. Why? Because no matter how good the product is, most people (even if they really want it) probably won't make the decision to buy. That's just the way people are.
Some will think it costs too much (can't afford it) and others will think it costs too little (can't be any good at this price). Others want something like you're selling, but not that exactly.
Having a range of similar products gives the buyer more choice and oftentimes that breaks down their natural reluctance to make a purchase. For instance, my biggest selling product is THE COMPUTER USER'S GUIDE TO RUNNING YOUR OWN EXPORTING COMPANY. It's currently priced at $149 and it's a bargain at that price. It's includes my $60 video as well as a $30 book on getting started in international trade. It's a good package that seems to be a natural fit for most people.
But I've learned over the years that some people are so excited about getting into international trade that they want everything I sell. So I came up with THE IMPORT-EXPORT TOOLKIT for $399. Others just want to "dip their toe in the water" of international trade. For them I have the $30 book, HOW TO START AND OPERATE A PROFITABLE HOME-BASED EXPORTING COMPANY.
I sell products on getting started in importing. I offer importing directories, export search engines, a newsletter, drop ship directories, and even specialized information products from a few other publishers, as well as collections of my own newsletters from years earlier. This pretty much assures that anybody at all interested in getting started in international trade will find something (or everything) he or she needs to get underway. And that lessens the resistance.
But having a range of products has another, more important purpose.
Before I tell you what that is, let me ask you a question. What do you think is my biggest single income producer? Is it the Internet? Direct Mail? Magazine advertising? Distributors?
Nope, nope, nope and nope.
Without exception, every year I make the most sales from former customers. And naturally that translates into the most profit, too. You see, since they're already my customers, I don't have to spend the money and time to find them. They know me. They know my products. They know I deliver.
They favor me by giving me more of their business. And that's how I make most of my money and why it's so important to have something else to sell.
Can you make a fortune selling just one product? I guess it's possible. I just don't know anyone who's done it. You make the big money in this business by selling to a customer and then selling again.
Don't go for the home run with just one product. It's more profitable and realistic to hit singles. You'll score runs (make lots of money) AND you'll do it the way that's worked for me and most of the other REAL information sellers.
Dennis Hessler is an international trade consultant and publisher. He recently published an ebook about lessons he's learned over the years about how to sell through the mail and over the Internet. It's called "39 Myths About How to Make Money Selling Information Products or How I Break All the Rules and Make Thousands Every Month." Contact Dennis at:
Spyglass Point Productions P.O. Box 13141 Pensacola, FL 32591 USA Phone: 850-438-5527 www.spyglasspoint.com/myths Dennis@spyglasspoint.com
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